| One of the things that's often hard to know is | | | | pushiness, in that Lazaro used the opportunity as |
| how and when to be pushy appropriately. In these | | | | much as he could, but then was completely |
| hardscrabble times, perfectly polite people don't | | | | respectful and gracious. It is also evidence that a |
| stand much of a chance of getting what they | | | | letter works, especially when delivered under |
| want. However, not enough can be said for | | | | unique circumstances. Designer Michael Kors was a |
| making yourself known in a decent and | | | | store clerk, he sold Calvin Klein a ski jacket, and |
| unobnoxious manner. The key is to use your | | | | stuffed his design sketches into the sleeve as the |
| intuition and your brain, both at the same time, | | | | jacket was en route to delivery. A documentary |
| and pray for a little luck. | | | | film director I know who needed a quote from a |
| When Lazaro Hernandez was a fashion student at | | | | famous director to help her get grants pulled a |
| Parson's School of Design in New York, he had a | | | | similar coup. She found out where Woody Allen |
| chance encounter in an airport with Anna Wintour, | | | | lived, then had a copy of her latest film delivered |
| editor in chief of Vogue Magazine. In fact, she | | | | to his door with a handwritten note requesting a |
| was getting on his airplane. Lazaro wasn't so sure | | | | favorable comment. He obliged. |
| he had the nerve to approach, but one hour into | | | | Everyone has to start somewhere, even the rich |
| the flight, he could stand it no longer. | | | | and famous. So if you can approach politely, |
| Lazaro wrote a humble note on an airsick bag, | | | | preferably through some other means than the |
| which explained that he was a fashion student | | | | front office, your efforts will probably not be |
| who would soon be looking for an internship. He | | | | seen as pushy but as what one does to get a |
| noted that she probably got requests like this all | | | | break. |
| the time, but wondered if perhaps someone had | | | | Part of the reason this works is the honesty |
| given her a chance at the beginning of her career. | | | | involved. You are telling them what you need up |
| He also wrote that he knew she had the power | | | | front. So this is very different than talking up a |
| to help him. Then, trembling, he approached. | | | | potential contact at a cocktail party with the sole |
| Lazaro stood before Ms. Wintour's seated figure, | | | | agenda of having them look at your work, or |
| and said her name. No answer. He repeated her | | | | hanging out a health club frequented by a certain |
| name several times. No answer. He even crossed | | | | star so you can add them to your list of influential |
| the uncrossable boundary and touched her arm. | | | | friends. Those would be considered inappropriate |
| Still no reply. Finally, he left his plea under her | | | | 'covert agenda' moves that are really looked |
| martini glass and crept back to his seat. Several | | | | down upon by the rich and powerful. |
| months later, he received a call from a major | | | | Too often we assume that the way to approach |
| designer who'd gotten Lazaro's letter from Ms. | | | | an industry or a leader is from the bottom, |
| Wintour with instructions that it was not to be | | | | worming your way up through the ranks. A much |
| ignored. A subsequent interview proved that he | | | | more effective approach is just to go straight to |
| had talent, and Lazaro was hired for his first | | | | the top, where you very well may connect with |
| internship. | | | | the person who can make everything happen for |
| Lazaro not only had great luck to get on an | | | | you. This is why letters are such a good tool for |
| airplane with the most powerful woman in the | | | | approaching these people. They can read it in their |
| fashion industry, he had the savvy to make use | | | | own time, they're not too obtrusive, and if |
| of the opportunity. He was ready when his break | | | | well-written and delivered in a subtle but |
| came with a portfolio of samples he'd worked | | | | attention-getting way, they can work wonders. |
| hard on, making it the best it could be. Then he | | | | Important people, just like the rest of us, do not |
| did the most important thing of all: he sent Ms. | | | | like to be used. On the other hand, most people |
| Wintour a thank you note, which prompted a fax | | | | do like to be helpful, and a direct request can be |
| from the woman herself saying she was glad it all | | | | amazingly effective. |
| worked out. | | | | ©2004 Suzanne Falter-Barns. Reprint |
| This to me is a fine example of well-handled | | | | permission available. |